Fair Trade Commission Begins Sanctions on Online Lecture Companies Offering "Discount If You Pay Now" Promotions

Fair Trade Commission Sends Review Reports to Internet Lecture Companies

The Fair Trade Commission has sent a review report containing sanctions opinions regarding Eduwill and Gongdangi's alleged violations of the Act on Labeling and Advertising. They are accused of false advertising by using phrases such as "Only this price today" and "Only this composition today," implying that payment must be made now to receive the discounted price.

According to industry sources on the 8th, the Fair Trade Commission has begun sanctioning internet lecture providers who falsely advertised that "payment must be made now to receive the discounted price," while actually selling products at the usual price. The advertisements suggested that the sale benefits would end soon, but in reality, the products continued to be sold at the same price afterward.

Marketing that indicates a discounted price is only available during a specific time or period to induce consumer decision-making is a type of dark pattern (deceptive tactics that lead consumers to mistakes, misunderstandings, or irrational spending). Providing false information or using deceptive methods is subject to sanctions under the Act on Labeling and Advertising or the Electronic Commerce Act. A Fair Trade Commission official stated, "We cannot comment on whether a specific investigation is underway or on the details of the case."